Foreign "High Street Brand" Group Xicheng Usher In Fast Fashion In Year

Gap, the American fashion style fast fashion brand Gap, has been very active recently: Binhu Wanda Plaza officially opened in June 20th, and the June 20th P gathering.

Not only is GAP, but Japan's fast fashion brand MUJI has heard that it will also open 4 stores in Wuxi in one year.

This year is the "new year" of fast fashion brands entering Xicheng. With the opening of shopping centers such as coastal city, gathering City, Yunlin and the Mixc, the fast fashion brand has launched a wave of aggressive beachtide.

Moreover, this time all came from a group.

People in the industry even say: "the second wave of business in Wuxi is going to break out this year!" < /p >

< p > < strong > fast fashion group beachhead < /strong > /p >

< p > by the end of 2013, in the recruitment of new Wuxi's new stores announced by official micro-blog, Wuxi accounted for 4, including Binhu Wanda, cloud bat building, Intel IKEA, coastal city, and Jiangyin settled in Ole Burke.

Another Japanese fast fashion brand, MUJI, is also reported to be distributing 4 shopping centers in Wuxi coastal city and the Mixc this year.

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< p > not only single fast fashion giants are speeding up the distribution, but at the end of this month, two new integrated brands, fast fashion brands are coming to the group, and many new faces have appeared.

These shops are all concentrated in a complex, and this gathering mode began to appear in Wuxi for the first time.

The Yunlin IKEA shopping center, which opened in June 27th, besides GAP, Zara, UNIQLO, H&M, Mango and so on, will introduce many brands that Wuxi has never seen before, such as the British NewLook, the US Old Navy, Forever21 and so on, which will undoubtedly bring many fresh feelings to the public.

In June 29th, the coastal city, which will be unveiled, will also include ZARA, H&M, MUJI, GAP and other fast fashion brands.

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< p > the shopping environment created by this fast fashion brand can not be ignored.

Most of the fast fashions are sold in big stores.

For example, these brands are gathered in Yunlin. They are all flagship stores with an area of more than 1500 square meters and up and down two floors.

Although the operating costs of large shops such as rents and shop assistants are much higher than those of ordinary stores, the effect of large shops is also obvious.

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< p > < strong > < a > href= > http:// > www.91se91.com/news/index_c.asp > brand expansion > /a > turn to two or three tier cities < /strong > /p >

< p > "Wuxi's fast fashion brands are too few to match Wuxi's economic status."

Insiders believe that the rapid expansion of fast fashion is just "making up missed lessons".

This slow rhythm has been broken.

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In the early years of P, Wuxi's first fast fashion brand UNIQLO settled down to shop very well. Because of the difference between the fast fashion style and other floors of the shopping mall, the fast fashion brand of the individual soldier soon disappeared in the sight of people.

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After P >, fast fashion brands including MANGO, Zara, U-NIQLO, H&M and C&A have been opened in Xicheng department store and complex.

Facts have proved that, because unable to get a large area of shops, and its parity position has a certain impact on other brands in the market, fast fashion brands do not adapt to the soil and water in department stores.

As a result, brands such as MANGO, which originally opened in Baisheng and far east shopping centers, have fled.

In those days, Poly Plaza succeeded in introducing H&M and C&A two fast fashion brands in the pformation process.

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< p > over the past two years, many commercial complexes such as Hang Lung, Suning, the Mixc, coastal city, Intel IKEA, Huishan Wanda and cloud bat have been settled, and the brand upgrading of some original complexes of Binhu Wanda has provided more incubators for these fast fashion brands.

Moreover, with the increasing saturation of the distribution of cities in the first tier cities, Wuxi's two or three tier cities have also become an important area for fast fashion giants to hit the beach.

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< p > < strong > < a > href= > http:// > www.91se91.com/news/index_c.asp > High Street brand > /a > change door < /strong > /p >

< p > JEANSWEST, Fen, Giordano, USA, Baleno, YISHION, Semir...

Once, such casual wear brands were the pioneers of the "high street brand" on the streets of Xicheng. During their heyday, they firmly occupied the core locations of the commercial streets and shopping malls along Zhongshan Road and Zhongshan Road, and even opened a shop in the street, in the middle of the street and in the middle.

However, these brands, once regarded as fashion representatives and pursued by young and middle-aged people, are now losing their influence. They have become the "big commodities" nowadays, and some have not even seen them.

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< p > over the past two years, in the face of high inventory problems and brand image solidification problems, especially the domestic clothing brand chiefs are "scratching their ears."

The latest earnings report of Baleno's parent company, Germany's Yongjia, shows that Baleno's sales in last fiscal year were HK $2 billion 754 million, down 9.3% compared to the same period last year.

In a year, Baleno's parent company, Germany Yongjia, closed 465 stores in the mainland and Hong Kong, Macao and Taiwan.

2013 annual report reveals that in 2013, the company achieved operating income of 7 billion 890 million yuan, down 17% compared with the same period last year.

In 2013 alone, there were as many as more than 200 stores in the United States.

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Compared with the depression of domestic brands, the brand of foreign high street has grabbed the market quickly and replaced the original high street brand rapidly. P has become the brand of new high street in the eyes of young people.

Reporters yesterday visited H&M, C&A, Zara and other brand shops, a T-shirt 99 yuan, a pair of jeans 199 yuan, such a price can be accepted by most people, and fashion than the original high street brand advantage is more obvious.

However, there are also voices saying that the international fast fashion giant has opened many stores in the two or three tier cities, but the stores with good performance are basically located in the first tier cities.

In addition, so many fast fashion brands are concentrated in Xicheng together, and the performance needs to be tested by the market.

But it is not hard to deny that the survival space of domestic brands will be further compressed.

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< p > < strong > < a > href= > http:// > www.91se91.com/news/index_c.asp > shopping environment < /a > pay more attention to detail < /strong > /p >

< p > at present, physical shops are greatly affected by the Internet. One of the important reasons is that the exhibition is not as good as online shops.

There are various kinds of product photos on the Internet, but in the physical shops, consumers often need to find and try them one by one to get the results.

But fast fashion brands have been exploring the shopping environment while grasping the trend of fashion, absorbing the advantages of online shops.

These fast fashion shops pay more attention to the details of moving line design, display and service concept, which are closely related to consumer shopping experience.

Reporters visited some of the fast fashion brand stores, and found that the new products of these shops were obviously more than the traditional women's clothing stores in the department stores. The models in the latest season clothes could be seen everywhere. Some consumers would always match the models according to their collocation. Even socks, underwear, belts and so on would be bought together, and they would be free to mix with their own.

This may be an important reason why they can attract consumers to go in.

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< p > of course, fast fashion brands do not drop the pace of marriage business at the same time.

Just last week, MUJI opened strategic cooperation with Tmall, and ZARA announced recently that it will cooperate exclusively with Tmall.

It is reported that at present, including a number of FOREVER21, Gap, UNIQLO and other international fast fashion brands have been stationed in the electronic business platform, O2O online and offline cooperation.

In the view of these brands, brand sales through e-commerce platform can break the geographical restrictions and form complementary and mutually supportive relationship with offline channels, so that more consumers can understand their brand concept and will also drive sales under the line to a certain extent.

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